Radio marketing spending to rise and UAE consumers are good listeners – Middle East & Gulf News


WARC, a global provider of expertise and advice for marketers, told AMEinfo that radio ad spending in the Middle East region has been essentially flat in the past, declining pre-COVID years. 1.1% between 2017 and 2019, suggesting a potential missed opportunity for brands.

He currently forecasts a 0.5% increase between 2019 and 2021.

For comparison, online ad spend in the region grew 44.1% between 2017 and 2019, showing advertisers in the Middle East following a broader trend of shifting money from traditional media. to digital media.

The global radio industry market is expected to reach $ 56 billion by 2027, up from $ 50 billion in 2020.

Read: AM / FM radio is under threat, but still thrives, especially in the United Arab Emirates

Read: Move away from digital: radio is here to stay

Radio statistics of the United Arab Emirates in 2020

According to a 2020 survey by data measurement company Nielsen, the radio industry is still thriving in the UAE. Nielsen’s UAE Radio Audience Measurement (RAM) showed that audiences in the country were still at an all-time high.

During the first quarter of 2020, the study indicated that 7.82 million people tune in to listen to the radio every week. These listeners spend an average of 7 hours and 28 minutes per week on the radio.

The study found that the youngest listeners are 10 years and older and spend an average of 6 hours and 12 minutes per week listening to the radio. People aged 25 to 34 spend 7 hours and 44 minutes per week.

While the majority still preferred to listen to the old fashioned way via AM / FM (79%); the report saw an increase from the previous quarter of mobile listeners (35%), which represents 2.9 million weekly listeners.

Trust the radio

According to a 2021 Nielson report, traditional platforms such as radio and television still display the greatest share of collective trust in advertising. Sixty percent of adults aged 35-49 and 54% of adults aged 18-34 consider radio spots to be very or somewhat trustworthy, with television slightly below 59% for 35-49 year-olds and 51% for 18-34 year olds.

To marketers, this shouldn’t come as a shock, given that decades-old media have been steadfast companions in family rooms and cars far longer than more nascent technology. They also need to understand that consumers are multitasking, second screen users, and many are influenced by social media as well.


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